Impact of Celebrity Endorsements on Overall Brand

- by Sohag Sarkar *

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Two reasons why advertisers need celebrity endorsement are to increase the credibility & attractiveness of their advertisement. This is solely to affect consumers' attitude towards their brand. To justify this hypothesis, we can take the example of former Miss Universe Sushmita Sen who helped the Epson brand of printers achieve instant recognition; even with the established giants like Hewlett-Packard and Wipro in the running.
Similarly, actress Rani Mukherjee has turned the tables for Bata's ladies footwear brand called Sundrop as sales increased by a whooping 500%.

4. The Process of Celebrity Endorsement

The process of celebrity endorsement is more of meaning translation & meaning application. A deeper insight into this complex process is provided by the following theory.

4.1. The Meaning Transfer Model

McCracken, the author to this model, has suggested that, "The effectiveness of the endorser depends, in part, upon the meaning he or she brings to the endorsement process." The celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed. It is a three-stage process of meaning transfer that involves the formation of celebrity image, transfer of meaning from celebrity to the brand, and finally, from the brand to the consumer.

Figure 1: The Meaning Transfer Model

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* Contributed by -
Sohag Sarkar,
IBM Global Services (India) Pvt. Ltd.,
Bhopal (MP).

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